A building product manufacturer engaged with Leading Edge to embark on a market analysis project to gain insights into the niche market of UK housing associations. The focus was on understanding market segmentation and the decision-making processes, especially regarding passive fire requirements, to tailor their marketing and product strategies effectively.
Research Approach: Profiling the Market and In-depth Interviews
The initial phase of the project involved extensive desk research to profile the UK housing associations market. This step was crucial in identifying the top housing associations and establishing a foundational understanding of the sector. Following the desk research, in-depth telephone interviews were conducted with 12 senior decision-makers from the top 80 housing associations. These interviews provided detailed insights into the decision-making processes, with a particular focus on passive fire requirements.
Developing Marketing Propositions and Buyer Personas
The data gathered from the desk research and interviews was pivotal in creating targeted marketing propositions and buyer personas. These tools were specifically tailored to address the unique needs identified within different segments of housing associations. This approach ensured that the marketing and product strategies were aligned with the specific requirements and preferences of the target market.
Client Benefits and Conclusion: Strategic Advancements in a Niche Market
As a result of this comprehensive market analysis, the client received a detailed profile of the UK housing associations market. This profile included demographic and structural information, along with critical insights into decision-making processes, which aided in identifying opportunities. The marketing value propositions and buyer personas developed from the research were instrumental in refining the client’s product strategies. These tools enhanced targeted communication and customer engagement, ensuring the manufacturer’s offerings were well-aligned with market needs. This study underscores the effectiveness of a all round market analysis approach in a niche sector, highlighting its importance in developing targeted marketing strategies and refining product offerings to meet specific market needs
